Private advertising, entertainment and informational digital networks for out-of-home and outdoor venues

Abstract

A system and method of broadcasting information to consumers in public areas (billboards, malls, transit shelters, sports venues) via a network of interlinked outdoor displays (outdoor broadcasting networks "OBNS"), whereby content delivery is remotely controlled from a central location. OBN is a new mass communication medium that enables simultaneous distribution and updates of multi-lingual, short form content (advertisements, news, PSAs, etc,) based upon geographic, ethnic or demographic factors, such as venue, event, time of the day. OBN extends to all outdoor venues regardless of venue ownership. Property owners become network affiliates, converting the current "space rental" paradigm of outdoor advertising to a "time purchase" media buy model employed in the television and radio industries. This application of technology and novel business method will transform the industry, creating efficiencies of operation, offering advertisers targeted messages and providing consumers with timely information.

Description

[0001] This application claims the benefit of the filing date of U.S. Provisional Application No. 60 / 296,925, filed Jun. 8, 2001.[0002] This invention relates to a centralized system and method for distributing and displaying digital media, in any language, in full motion and / or still images, across private, proprietary electronic networks of affiliated and / or non-affiliated third party venues in out-of-home and outdoor locations ("network affiliates").[0003] The creation and implementation of out-of-home and outdoor digital advertising networks offer a completely new paradigm to current outdoor and out-of-home advertising methodologies, where advertising space is now rented site by site, location by location, transit shelter by transit shelter, billboard by billboard, mall sign by mall sign, etc., a marketing and business method which has been in existence for over a century, requiring intensive labor, time and costs.[0004] The creation and systemic integration of proprietary adver...

AI Technical Summary

Benefits of technology

[0040] In accordance with a further object of the invention, the method reduces costs and creates operational efficiencies for advertisers and other content providers to distribute ads and other entertainment / information to out-of-home and outdoor locations by reducing the labor costs to transport, install and remove ads from their locations, providing low cost opportunities for an advertiser to run a multiplicity of ads in the same outdoor or out-of-home venue from a centralized location, and allows an advertiser to create more timely ads for the consumer.

[0041] This feature increases the possibilities of delivering high impact, targeted advertisements that enhance the opportunity to communicate with a consumer, as well as using a variety of outdoor and out of home media in a completely coordinated manner, so long as the venues are electronic displays. For example, a particular concert performer appearing in a venue can be seen endorsing a soft drink in digital ads in the concourse. The same night, when a professional athletic event is taking place, the star of the team can be seen endorsing the same soft drink. This can extend to surrounding billboards, transit shelters and other outdoor displays surrounding the arena.

[0044] This new business method will create a dynamic advertising distribution system which will allow an advertiser to display ads dynamically in a multiplicity of locations comprising non-affiliated third parties (billboards, transit shelters, malls, sports venues, etc.), and the ability to change and control the nature, frequency and time that these ads are displayed in an integrated manner. In short, a system that would apply the dynamics of a television or radio network to exist in out-of-home and outdoor locations.

Problems solved by technology

The production process to display ads in outdoor advertising is also time consuming and inefficient.

However, these displays are not interconnected or controlled from one central location, nor are they connected to or coordinated with other digital display signs.

The process of selecting each advertisement for each separate location, producing the content (usually on paper or vinyl), shipping it to the venue owner, paying for the human labor to transport, install and deinstall the ad when the particular rental period has run its course is time consuming, expensive, and somewhat inefficient because the it is not "electronically integrated".

Yet another problem with the present outdoor advertising system is that advertisers and owners must sell the advertising through several different channels requiring disparate expenditures in each of those markets.

Each ad buy usually involves multiple client charges for each item (vinyl billboard, mall or transit placard) created, produced, transported, installed and removed, a process which is highly labor intensive as well as a timely process.

These costs, especially when incurred across continents, can dramatically increase the costs of distribution, significantly cutting into operating margins.

In today's fast moving society, advertisers are constantly introducing products and services which are "time-sensitive" and offered for particular demographics and targeted audiences, communicated to consumers at various out-of-home and outdoor locales and further subject to intense competition with other brands.

Because of the lengthy process of selecting the venue, negotiating the terms, producing the advertising content, delivering and installing the ad, it can take many weeks or months from conception to installation.

Advertisers in the out of home marketplace are limited because the methodology of producing an outdoor ad does not include the benefit of electronically displaying the ad in multiple languages.

For instance, in a venue used for sports, family shows, conventions and concerts, an advertiser generally has the same signage displayed in a concourse for an entire year, because it is too cumbersome to create and install new static ads in the concourses for each event throughout the year.

Given the fast paced economy and the need of brand owners and advertisers to constantly communicate efficiently and effectively to consumers of all ages, cultural heritage and ethnic backgrounds, these ancient methodologies have become outmoded, costly and inefficient.